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Key Details

INDUSTRY
Digital Innovation
SERVICES
Internal Research
Customer Research
Brand Audit
Brand Strategy
Visual Identity
Corporate Stationery
Marketing Collateral
Website Design
Photography
Rollout
BRAND ROLLOUT
2022

The Opportunity

A digital innovation company known for its engineering chops, Codazen had built a successful business by primarily partnering with Big Tech. It sought not only to diversify its customer base, but also to reposition its offerings so as to better align its core capabilities with new market opportunities. Codazen partnered with Ignyte to better understand its brand perceptions, reposition its brand, reimagine its identity, and redesign its website to more accurately capture the innovative scope of its offerings.

Brand Strategy

In-depth research showed that Codazen was perceived as a collaborative partner with deep engineering expertise and a knack for solving the hard problems. With strategic insights like these in hand, Ignyte conducted hands-on positioning workshops with key stakeholders to achieve alignment on the brand’s strategic direction. The positioning framework that emerged was centered on ideas like innovation, pragmatism, and elegantly engineered solutions. A new tagline, “Rethink experience,” captured the company’s mission to make life more enriching by creating elegantly engineered digital experiences that help businesses engage with users, and users engage with the world.

Stakeholders

10

Customer Interviews

15

Competitive Audits

8

Audience Segments

4

Visual Identity

The Codazen visual identity was designed to embody the brand’s revitalized positioning and personality. The brand’s primary color, lime, evokes creativity, intelligence, and confidence, and works as a powerful accent against a sophisticated dark gray milieu. A retro-futurist typeface captures the innovation at the heart of the brand, while a colon at the end of the mark illustrates the coding that is central to the company’s offerings.
The Codazen logo

Marketing Collateral

Collateral comprised an integrated collection of brochures, presentations, stationery, and templates designed to equip the sales and marketing teams with a powerful system for communicating the new Codazen brand positioning. Each collateral piece evokes Codazen’s brand personality attributes (dependable, dynamic, welcoming, sustainable) with branded fonts, photographic treatments, iconography, and diagrams.
The Codazen stationery set including letterhead, business cards, and envelopes
An Codazen ad poster with the tagline 'Rethink Experience' hangs in an office building hallway
Two examples of Codazen employee badges are shown
Two models wear Codazen branded t-shirts
2 versions of a Codazen brochure are lain on top of one another; one open and one closed
An over-the-shoulder shot of a person interacting with the Codazen website
A Codazen postcard is shown front and back

Website

The Codazen website is a comprehensive embodiment of the brand’s reimagined positioning and personality. The homepage hero includes an animated logo and the tagline Rethink Experience, which functions as a mask over a dynamic sizzle reel, highlighting the company’s most impressive work. Scrolling down reveals the video in full color, as well as other high-level brand messaging. Throughout the site, large-format text unfolds alongside vibrant photography, bold colors, and sophisticated animations that depict the agency’s design and engineering prowess.
A screeenshot of the Codazen homepage A screenshot of the Codazen Capabilities website page